Whether your digital marketing is managed in house or outsourced to an agency, a lot of thought, time, and energy is invested into your initiatives. But the work doesn’t stop once that website, campaign, or social post is launched!
Collecting and analyzing performance data is vital to the long term success of your digital marketing efforts. This data can show you what’s working and what isn’t, which can tell you where you can increase investments and efforts, or where you should make adjustments.
Here are some of the best tools you can use to analyze and track the performance of your digital marketing initiatives, and how you can use that data to make the most of your efforts and budget.
Website Performance Data
Your website is where most of your potential customers land after being funneled through your other various digital marketing channels (social media, paid ads, etc). Individuals may also come to your site through traditional marketing, referrals, or organic searches.
Just as it is important to build a stellar, well-branded, and professionally designed website for your customers to use, it is important to make sure that the website is always performing at its best! Some key areas of your site that indicate its performance are your traffic source, your conversions, and your site speed to name a few. Here are some of the best tools available to track and analyze your website’s data:
- Google Analytics is an incredibly thorough tool that collects and analyzes the data that can help you understand how people use your website. It offers a great variety of data reports (including audience, advertising, acquisition, behavior, and conversion) as well as prediction, integration, and support tools to help you analyze your audiences so you can take action to improve their experience.
- Google Search Console, as its name implies, provides tools and reports to measure the search traffic and performance of your website. This includes recording and analyzing your website’s impressions, clicks, and position on Google Search, as well as tracking what search queries bring individuals to your site. Through the Console, you can submit your content to Google for indexing with sitemaps and URL crawling. If Google identifies an issue on your website, you can be notified with an email so you can promptly make the necessary corrections.
- Google PageSpeed Insights is a quick and easy way to see how fast your web page content loads. Content that fails to load or loads slowly can negatively affect your users’ experience. This tool analyzes your page and then provides helpful suggestions to make that page load faster, providing your users with a more satisfying experience.
- Pingdom is another great tool to analyze your website’s load speed. It identifies what is working on your site, and more importantly, what is too slow or too big, and then helps you optimize your site for optimal loading speeds. Since this tool can monitor your website 24/7, you can stay up-to-date with your site’s performance, can quickly jump on any potential adjustments, and can ensure your UX is consistent and ever-improving.
Social Media Data
Depending on your industry and audience, you are most likely using at least one social media platform to promote your brand and interact with your target audiences. While a majority of the platforms make it easy to track the performance of any of your posts through likes, comments, and shares, many of them also provide analytic tools to further monitor your profile’s performance.
These tools help you have a more thorough understanding of your audiences, what posts are performing better than others, and your opportunities to utilize paid ads on these platforms to increase impressions and traffic.
Check out these tools provided by the leading social platforms:
- Facebook Analytics
- Linkedin Marketing Solutions
- Twitter Analytics
- Instagram Insights
- Pinterest Analytics
Email Marketing Data
Two weeks ago we posted about marketing your business with email. One of the best benefits of email marketing (especially compared to traditional marketing via direct mail) is that you can track the performance of each email campaign.
With most email marketing platforms, you can see:
- The number of recipients
- The audience the recipients belong to
- The delivery time and date
- The number and/or percentage (open rate) of recipients that opened the email
- The number and/or percentage (click rate) of recipients that clicked a link in the email
- The number and/or percentage of recipients who registered as a bounce
- The number of times the email was forwarded to another recipient
- The number of recipients who unsubscribed, if any
- The number of recipients who reported your email as spam, if any
- And much more!
Check with your email marketing platform to see exactly what data they track and what reports they offer, but here are some resources for some of the leading platforms:
Start analyzing your digital marketing data today!
As a professional digital marketing agency, we design, develop, and launch websites and marketing campaigns for clients and we track their performance on an ongoing basis. Running performance tests and reviewing analytics allows us to celebrate our clients’ successes, and make adjustments and improvements when needed.
If you’d like help processing and understanding your digital marketing performance data, or if you need some adjustments made to your website or campaigns, give us a call! We’d love to discuss your current reports and how we can help you make the most of your digital marketing.